Meta NC Purchases: New Customer Attributed Conversions

Track first-time buyer purchases attributed to your Meta ads. Measure acquisition performance with new customer conversion counts from Facebook and Instagram campaigns.

Meta NC Purchases counts the number of purchases from first-time buyers that Meta attributes to your ads.

Formula

Meta NC Purchases = COUNT ( purchase events ) WHERE customer_type = new

Formula Components

Metric	Definition
purchase events	Total purchase events attributed to your Meta ads
customer_type = new	Filters to purchases from first-time buyers with no prior purchase history

Metadata
Type	Number
Data Source	Meta Ads
Aggregation	Count

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Example

Your prospecting campaign drove 847 new customer purchases in Q1.

Campaign	NC Purchases	Total Purchases	NC Rate
Lookalike - Top 1%	412	523	79%
Interest - Fitness	289	456	63%
Broad - Advantage+	146	892	16%

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How It Works

Meta identifies new customers using customer list data you provide through the Conversions API or pixel. When a purchase event fires, Meta checks if the buyer’s email or phone matches your existing customer list. Purchases from unmatched users count as new customer conversions. This requires configuring your new customer signal in Meta.

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When to Use

Scenario	Action
Prospecting campaigns underperforming	Compare NC purchases across audiences to find best acquisition sources
High ROAS but low growth	Check if most purchases come from existing customers
Budget allocation decisions	Shift spend toward campaigns with higher NC purchase rates
Evaluating Advantage+ Shopping	Monitor NC vs returning customer mix in automated campaigns

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Related Metrics

Metric	Relationship
Meta Purchases	Total purchases including new and returning customers
Meta NC Purchases Value	Revenue from first-time buyers
Meta NC CPA	Cost to acquire each new customer

See all Meta Conversions metrics →